The iconic UGG boots have made it a long way from their origins, founded by an Australian surfer on the coast of California in 1978 – all the way to Seoul, South Korea, for their AW24 ‘Feels Like UGG’ campaign starring Alex Consani, Hanni, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee, and Young Mazino. Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the shoot follows the cast as they interweave through the streets of Seoul, as Leah Dou and Young Mazino play music in a record store, Karabo Poppy Moletsane creates art, Phil Oh photographs Alex Consani and Precious Lee, and Hanni sings.

Inspired by the brand’s Twin Seam stitch itself, the campaign celebrates how the power of individual expression can create inspiration, community and a sense of global connection. “I love how this campaign gives space for the entire cast to express themselves fully and authentically,” says Alex Consani in a press release from the brand. This includes each cast member wearing one of the new AW24 clogs, slides, and boots, like Precious Lee in the Classic Twin Seam boot, a reimagined 3” platform UGG boot in genuine suede with Twin Seam detailing and UGG’s signature luxe UGGplush lining.

The new ‘Feels Like UGG’ collection is available now in stores on the brand’s website. Fans of UGG can also experience the campaign in person starting on September 21 to kick off the beginning of fall (and the start of #UGGSeason), when a series of in-store events will be followed by the next rendition of ‘Feel House’, a ten-day multi-sensory community retail space. 

Check out the campaign video below and the images in the gallery above.